The Sweeney protects ‘Moments Worth Paying For’

By Colin Mann

A film trailer which celebrates the value of original film content can now be seen by UK film audiences. The action-packed trailer features scenes of London’s notorious Flying Squad (The Sweeney) in its battle against armed robbery. The scenes from The Sweeney, released in cinemas 12th September, have been chosen to demonstrate the heart-stopping suspense audiences will experience on the big screen.

Consumer education body Trade Industry Trust for IP Awareness has recruited The Sweeney to help its on-going ‘Moments Worth Paying For’ campaign. The campaign aims to inspire support for UK TV, film and video industries by celebrating unmissable movie moments and the positive emotional effect that these have on the viewer.

Clips of audience reactions from the original ‘Moments Worth Paying For’ campaign are interspersed to further remind audiences of the value of the film experience. The 35-second trailer will be shown in all cinemas for an eight week period, as well as supportive posters in outdoor locations. The campaign will also highlight the wealth of legitimate ways to watch film and TV by directing viewers to Findanyfilm.com – where film fans can find all films, all above board, all in one place.

Alex Hamilton, Director of Film at the film’s producer Entertainment One, said that by establishing a firm and engaging connection between paying for great content and the pipeline of future releases had never been more important. “We are very excited about our collaboration with the Industry Trust on The Sweeney, which will help one of our key films of 2012 reach the audiences it deserves,” he stated.

Liz Bales, Director General of Industry Trust, observed that young men index higher than any other group in taking part in illegal downloading and hoped to inspire them with “a truly great piece of British film-making in The Sweeney, with this bespoke cinema trailer celebrating film moments worth paying for.”